say when you were at apple and creating apple stores, retail stores that it took a long time and that steve jobs had a game plan. how did you convince the critics that they can wait for you to do what you want to do? >> i think people will wait. you got to remember for every sale of a stock another person buy as stock. we have a rotation in our investor base. our investors are looking at where we'll be down the road, not where we'll be this year. our vision is very clear. you know, we built out this really great mock up of the future jcp store in dallas. everybody gets to see that and excited about it and that will roll out next year. by back to school next year 40% of the store will be updated. a new home area, kid area. we'll be one of the most exciting stores in the mall in the next few months ahead. >> i can see you're enthusiasm, ron johnson. i'm hoping you're wearing a jc penney sweater. >> i am. this is our jcp sweater. it's actually -- think about this. it has cotton and cashmere and you can buy this today for $15. >> sounds like a deal. >> it's unbelievable. >> you're eliminating c